©2018AlexandriaMarieRoss
SocialMediaPresenceandConsumerTrust
2
DoesSocialMediaPresenceIncrease
ConsumerTrustinCPGCompanies?
Author:AlexandriaMarieRoss
Advisor:JoeGoodman
FisherCollegeofBusiness
TheOhioStateUniversity
SocialMediaPresenceandConsumerTrust
3
ABSTRACT
In2014,92%ofmarketersclaimedthatsocialmediamarketingwasimportantfor
theirbusiness,and80%indicatedthattheireffortsincreasedtraffictotheirwebsites
(DeMers,2014).Moreover,socialnetworksandappsarethehighestareaofinvestmentfor
firmsinthedigitalmarketingsector(Tiago&Verissimo,2014).Theutilizationofsocial
mediabycompaniesisnotonlyimportanttoincreasebrandvisibility,italsocanplaya
hugeroleinhowcustomersperceivethecompany,specifically,consumertrust.Thegoalof
thisresearchistofurtherunderstandtherelationshipbetweenacompany’ssocialmedia
presenceanditsrelationshiptoconsumertrust.Forthispurpose,datawascollectedfor30
consumerpackagedgoodsfirmsoverfourmonthsandincludeddailysocialmedia
information(suchasnumberoflikesandfollowers)fromthefirms’Twitter,Facebook,
Instagram,andYouTubepages.Thisdatawasthenusedtodevelopasocialmediaindexto
baseonlinepresence.Additionally,548AmazonMechanicalTurkparticipantswere
surveyedtomeasureconsumertrustandfamiliarityforthese30companies.Resultsofthis
researchshowthatsocialmediapresence,whenusedinamodelalongwithfamiliarity,is
notareliablepredictorofconsumertrust.However,whensocialmediapresencealoneis
used,itisareliablepredictoroftrustinmediumsizedcompanies,butnotinlargeorsmall
companies.Thus,werecommendproceedingwithcautionandhavingthecompanyitself
validatewhethersocialmediaisaffectingitsownconsumertrustsincesomecompanies
aremoreaffectedbysocialmediathanothers.
SocialMediaPresenceandConsumerTrust
4
ACKNOWLEDGMENTS
Thisprojectwasnotasoleventure,andwouldnothavebeenpossiblewithoutthe
supportofmanyotherpeople.Thankyoutomyadviser,JosephGoodman,whogaveme
countlessgreatideasandleadmethroughnewconcepts.AlsothankstomyHonors
ContractDirector,RogerBailey,whoofferedcontinuedguidance,advice,andsupport
throughoutthepasttwoyears.ThankstoTheOhioStateUniversityforallowingmetobein
aprogramthatgavemetheopportunitytoexpandmyresearchhorizonsandprovidedme
themeanstocompletethisproject.
SocialMediaPresenceandConsumerTrust
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TableofContents
I. Introduction
II. LiteratureReview
III. Hypothesis
IV. Methodology
V. Analysis
VI. Results
VII. Conclusion
VIII. Appendix
IX. References
SocialMediaPresenceandConsumerTrust
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I.Introduction:
Withsocialmediabeingsoprevalentintoday’ssocietyanditspopularitycontinuing
togrow,itisanareathatholdsmanyopportunities.Itisaportalinwhichfirmsare
continuouslytryingtodevelopstrategiestoreachtheirtargetaudience.Socialmedia
marketingprovidesasimplewaytoincreasebrandrecognition,improvebrandloyalty,and
covertpotentialcustomers.In2014,92%ofmarketersclaimedthatsocialmediamarketing
wasimportantfortheirbusiness,and80%indicatedthattheireffortsincreasedtrafficto
theirwebsites(DeMers,2014).Moreover,socialnetworksandappsarethehighestareaof
investmentforcompaniestodayinthedigitalmarketingsector(Tiago&Verissimo,2014).
Theutilizationofsocialmediaforcompaniesisnotonlyimportantinregardsto
profitability,italsocanplayahugeroleinhowcustomersperceivethecompany.Infact,
consumershavebeguntoviewsocialmediaasmoretrustworthythanthetelevision,radio,
orothertraditionalsources(Kauletal.,2015).Additionally,previousresearchsuggests
thatforevery100peoplewhosaytheyarelikelytopostapositivecommentonabrand’s
Facebookpage,69ofthemsaytheyarelikelytopreferthatbrandoveritscompetitors
(Smith,2013).Hence,provingthattrustandbuildingrelationshipsonlinecanhavea
positiveimpactonthecompany,bothintheshortandlongrun.
Thegoalofthisprojectistofurtherresearchdoneinbothareasbyexaminingthe
relationshipbetweenthesocialmediapresenceofcompaniesanditseffectsonconsumer
trust.Thispaperwilldiscusspastresearchregardingthistopic,explainmorethoroughly
thehypothesisandmethodologyoftheproject,andthenprovideananalysisandthe
resultsoftheresearch.
SocialMediaPresenceandConsumerTrust
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II.LiteratureReview:
Sincethisresearchtopiccoversboththeareasofconsumertrustandsocialmedia
presence,onemustlookatpapersthatregardbothtopicsindividually,aswellasthosethat
includebothmeasures.
Therearemanyaspectsofconsumertrust,sotherearequiteafewwaystomeasure
it.Forexample,Mayerandhiscolleaguesinventedamodelthatfocusedonability,
benevolence,andintegrityofacompanyandmeasuredhowthatimpactsthetrustof
consumers(Mayer,Davis,&Shoorman,1995).Abilitycanbedescribedasthecapabilityof
thecompanytocompleteatask.Thisisanimportantaspectoftrustbecauseitrelatesto
thecompany’sknowledgeandcompetence.Benevolencerelatestothecompany’slevelof
courtesy,willingnesstohelp,andkindness.Thisisimportantintrustbecauseifacompany
meetsthisrequirement,itisusuallyperceivedascaringaboutothers’needs.Integrity
relatestoasetofmoralnormsandcharacteristicsofacompany,whichareusuallyviewed
positively.Ifconsumersperceivethecompanytobemorallysound,theyaremorelikelyto
trustthecompany(Calefato,Lanubile,&Novielli,2015).Later,McKnightandhiscolleagues
extendedthismodelbydoingmoreexperimentsandtheywereabletoaddafourth
dimension:predictability(McKnight,Cummings,&Chervany,1998).Predictabilityisthe
degreetowhichacompanymeetstheexpectationsofacustomer,intermsofboth
reliabilityandconsistency.Themorereliableacompanyisperceivedtobe,themore
consumerswilltrustit.Overall,thesefourdynamicsseemtobefairlyinclusiveoftrustand
willbeusedasabaselineforthesurveytomeasuretrustofthecompaniesforthisproject.
Thequestionsaskedinthesurveyconductedforthisprojectwerealsoderivedfromthese
papers.
SocialMediaPresenceandConsumerTrust
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Socialmediapresenceisusuallymeasuredbycompaniesintermsofbothits
“success”anditsimpact.Sinceitishardtopreciselyquantifythereturnoninvestmentofa
tweetorpost,companiesoftenlooktoalternativemeasures.Forexample,somecompanies
usemodelsthatlookatdailysocialmediaactivitysuchasFacebookPosts,Tweets,
Retweets,andFacebookFriendsaspredictivevariablestotrytomeasuretheirsuccess
(Kim&Wilcox,2013).Bylookingatcustomerresponsesandinteractions,theytryto
decipherthesocialpresenceofacompany.Whileconsumerresponsesareanimportant
partofdeterminingacompany’ssocialmediapresence,whatacompanydoesinitselfis
alsoanimportantfactortoconsider.Thisprojectwillhaveitsownscalingofsocialmedia
presence.Itwillcombineboththeactionsofthecompanyinitselfandtheactionsofthe
consumers,whileencompassingmorethanonesite.Thecompleteexplanationofthe
scalingwillbediscussedfurtheroninthemethodologysection.
Exploringboththetopicsofsocialmediaandconsumertrusttogether,therehave
beensomeinterestingfindingsinresearchthusfar.Onesuchprojectfocusedonbrand
communitiesestablishedthroughsocialmediasitesandhowtheycanturntrustinto
loyalty.Overall,theconclusionofthisresearchwasthatsocialmediabasedbrand
communitieshavepositiveaffectsonthecustomer/productrelationship,thecustomer/
brandrelationship,thecustomer/companyrelationship,andthecustomer/other
customersrelationship.Thus,thesecommunitiesenhancebrandtrustandbrandloyalty
(Laroche,Habibi,&Richard,2013).Anotherprojectfocusedonhowsocialmediafacilitates
thesocialinteractionofconsumers.Theauthorsusetrusttotrytodetermineintentionto
buy,specificallywithe-commerce.Italsoemphasizedcustomerreviewsonsocialmedia
andhowwordofmouthpublicityaffectsacompany.Overall,theyfoundthatbetterreviews
SocialMediaPresenceandConsumerTrust
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leadtobetterperceptionofthecompanyforthosereadingthereviewsandinturnpeople
aremorelikelytobuyproductsfromthem(Hajli,2014).Thisshowssocialmediais
importantbecauseitcanleadtoincreasedsalesasaresultoftrustingtheopinionsof
othersonline.Lookingatasinglesocialmediasite,thearticle“ThumbsUp,SalesUp?The
ContingentEffectofFacebookLikesonSalesPerformanceinSocialCommerce”looksat
howFacebooklikescanrelatetopurchasesforacompany.Specifically,theywerelooking
atifFacebooklikescanincreasesocialcommercesales.Itwasmainlyreferral-focused
becauseitlookedtoseewholikedtheproductandthecommentsrelatingtoit.Notonlyis
thistransparentbecauseyoucanseewhodidthis,butyoucanalsoseeifyourfriendsliked
it.Ifsomeoneyoulikeenjoyedtheproduct,thereisagoodchanceyouwilltoo.Italso
discussedhowithasbeenproventhatFacebooklikesareoneofthemosttrustedand
reliablesocialreferencesystemsthatrepresentstheopinionsofcustomers(Lee,Lee,&Oh,
2015).Regardingindustryspecificcompanies,onearticlefocusedonsocialmedia“buzz”
withrelationtoCPGbrands.Theirresearchsoughttotrytopredictbuyingintentions
throughconsumer-generatedmedia.Todothis,theymeasuredandcomparedthingslike
blogbuzz,thecompany’smarketingspending,pre-marketpurchaseintentions,andin-
marketsales.Asaresult,theydiscoveredthatasmallnumberofnewCPGbrandsgenerate
themajorityofbuzzandthatnewproductbuzzusuallyoccursincompanieswithastrong
traditionalmediapresence(Niederhoffer,Mooth,Wiesenfeld,&Gordon,2007).
Consequently,havingastrongsocialmediapresencecreatesthemostawarenessand
interestwithinaconsumer.
Asawhole,therehasbeenagooddealofresearchdoneonthetopicofconsumer
trust,andonthetopicofsocialmediamarketing.However,theideaofcombiningthetwo
SocialMediaPresenceandConsumerTrust
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areasisfairlynew.Whenconductingthisliteraturereview,therewereafewgeneraltrends
throughoutallofthepapers.First,ifsocialmediapresencewasmeasured,itwasmainly
measuredononesite.Thisresearchwilllookatascalingofsocialmediapresenceacross
fourdifferentsites.Second,themajorityofthepapersregardingsocialmediaandtrust
wereinrelationtoe-commerceandtheeffectoftrustandlikelihoodtopurchase.Inthis
project,trustwillbemeasuredingeneral—notinregardstoitsspecificrelationto
purchasing.Lastly,therewasverylittleresearchconcerningsocialmediapresenceandits
relationtoconsumertrustlookingatconsumerpackagedgoodscompaniesspecifically,
whichissomethingthisresearchwillfocuson.CPGcompanieswerespecificallychosen
becauseitisanindustryinwhichconsumertrustisconsideredvital.
III.Hypothesis:
Thisresearchprojectisgoingtolookintotheeffectsofsocialmediapresenceon
consumertrustinCPGcompanies.Thus,thetwomainvariablesthatwillbeusedaresocial
mediapresenceandconsumertrust.Athirdvariableoffamiliaritywillalsobeconsidered,
butitwillnotbethemainfocusoftheproject.Overall,thehypothesisisthatcompanies
withahighersocialmediapresencewillalsorankhigherinregardstoconsumertrust.
IV.Methodology:
Tomeasureconsumertrust,asurveywasconductedandadministeredtopeople
ages18andolderonAmazon’sMechanicalTurk.Thesurvey,whichcanbeseeninFigure1
oftheappendix,wasdistributedattheendofOctober2017.Eachparticipantwas
randomlyassigned10companiesandwasalsoaskedtoranktheirfamiliaritywiththe
companyandusageofsocialmediaasawhole.Thespecificcompanyquestionsaskedwere
gatheredfromthoseconsideredtobebestpracticewhenconductingtheliteraturereview
SocialMediaPresenceandConsumerTrust
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andfocusedonfourdynamicsoftrust:integrity,benevolence,ability,andpredictability.
Respectively,thequestionsaskedforeachcompanywere:
1. Promisesmadeby______arelikelytobereliable
2. Iexpectthat______putscustomers’interestsbeforetheirown
3. _______understandsthemarketitworksin
4. Iamquitecertainwhattoexpectfrom________
Tomeasuresocialmediapresence,anoriginalscalingwasproducedusingaweb
crawlerthatcollecteddatadaily.Ittrackedthepresenceofthe30companiesoverfour
monthsonfoursocialmediasites:Twitter,Facebook,Instagram,andYouTube.Overthe
period,numberofposts,numberoffollowers,andnumberoflikesdatawascollected.The
30companieschosenweresplitinto3sectionsaccordingtotheirmarketcap:large
companies(highmarketcap),mediumcompanies(mediummarketcap),andsmall
companies(lowmarketcap)forfaircomparisonofsocialmediapresence.Specificlarge
andmediumcompanieschosenwererandomlypickedbasedoffalistofthetop100CPG
companiesin2016(consumergoods.com),whichwererankedbasedontotalrevenuesand
marketcapitalizationfortheyear,andthesmallcompanieswerecompiledbasedon
startups.Hereisalistofthecompaniesthatwereused:
LARGECOMPANIES• Procter&Gamble• Unilever• PepsiCo• Nestle• CocaCola• Nike• 3M• MondelezInternational• GeneralMills• L’Oreal
SocialMediaPresenceandConsumerTrust
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MEDIUMCOMPANIES• McCormickSpice• TheCloroxcompany• Hanesbrands• Smuckers• TheHersheyCompany• Mattel• RalphLauren• Avon• Electricarts• Snapple
SMALLCOMPANIES• TriaBeauty• Chubbies• HelloProducts• Thehonestcompany• Harrys• MethodHomeProducts• Walkerandcompany• UnrealCandy• Hamptoncreek• NavitasOrganics
V.Analysis:
Aftercompletingboththesurveyandthesocialmediapresencescaling,abasic
analysiswasconducted.Thislookedatthecompanieswiththehighestsocialmediaindex
andleveloftrustasdeterminedbythesurvey.Thesocialmediaindexformulacombined
thedatafromthe4socialmediasites.Thecalculationusedwas:SMI=(TwitterFollowers*
TwitterPosts)+(FacebookFollowers+FacebookLikes)+(InstagramFollowers*Instagram
Posts)+(YoutubeFollowers*YoutubePosts).Facebookdidnotprovidethenumberofposts
foreachpage,sothatiswhyitsmeasureisslightlydifferentfromtherest.Additionally,an
alternateSMIscalingexcludingfollowerswastestedtobefairertothesmallercompanies.
However,theregressionresultsturnedoutthesame,sowestuckwiththeoriginalscaling
SocialMediaPresenceandConsumerTrust
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andthesplittingupofcompaniesbysize(sincelargercompaniesalsotendedtohavethe
mostfollowers).
Foramoreadvancedanalysis,tworegressionmodelswererun.Thefirstwasa
multipleregressionmodelthatusedtrustasanaggregateofresponsesfromthesurvey
usingthe4dimensions,familiarityusinganswersgiveninsurvey,andasocialmediaindex
(SMI)thatwascreatedusingthewebcrawlerdata.Thesecondmodelsolelylookedat
socialmediapresenceandconsumertrust.SMIwasscaleddowninbothscenariosby
dividingtheSMIofeachcompany/averageSMIofallcompanies.Thisdidnotchangethep-
values,butitallowedthecoefficienttobemuchlargerforeasiercomparison.
Asmentionedinthehypothesis,itisexpectedthatsocialmediapresenceand
consumertrustwillbehighlypositivelycorrelated.Ifthisturnsouttobethecaseafterthe
analysis,thenitispossibletosaythehypothesiswascorrect.Iftheoppositeistrue,the
originalhypothesiswillhavetoberejected.
Overall,thisresearchwillgiveinsightintoifacompanybeingmoreinvolvedonline
relatestohigherperceptionsoftrustfromconsumers.Theresultscouldhelpcompanies
decideifputtingalltheirmarketingeffortintosocialmediasitesisworthitwhenitcomes
toearningtrustfromitsconsumers.
VI.Results
BASICANALYSIS/RANKINGS
First,Iwillbeginwiththeresultsfromthesurvey.Somebasicdemographic
informationcanbefoundintheappendix(Figure2).Alsointheappendixistherankingof
trustforallparticipants,1beingthehighest,andinparenthesisisthecompany’ssocial
mediapresencerankingfromthewebcrawlerdata(Figure3).Asonecanseefromsolely
SocialMediaPresenceandConsumerTrust
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lookingatthisranking,socialmediapresenceandtrustarenotexactlyliningup.Itisalso
interestingtonotethatforeachdimensionoftrust,therankingisnotexactlythesame.The
varianceisnotextreme,butitisdistinctiveenoughtocommenton.Forexample,ascanbe
seeninFigure4,Smucker’srankedfirstintermsofintegrityandbenevolence.However,
Nikecameinfirstintermsofability(Smucker’swasnotevenlistedinthetopten),and
Procter&Gamblerankedfirstintermsofpredictability.Thisprovidesaninterestinglook
intohowtheresultscouldhavebeenvastlydifferentifonlyonedimensionoftrustwas
measured.
Next,istherankingofsocialmediapresencefromthewebcrawleroverall(Figure
5).Additionally,Ilookedatsitespecificsocialmediapresenceforeachcompanyaswell,
butdidnotincludeitinthispaperforlengthpurposes.Itisinterestingtonotethoughthat
certainsitesaremorepopularwithdifferentsizedcompanies.Facebookseemstobemore
utilizedbylargercompanies,andInstagramseemstobeapopularplatformforsmaller,
newercompanies.
ADVANCEDANALYSIS/REGRESSIONS
Afterlookingatabasicanalysisofthecompanies,Ithenrantworegressionmodels.
Thefirstlookedatthethreevariablesoffamiliarity,socialmediapresence,andtrust.Iran
thisregressionseparatelyforeachofthethreegroupsofcompaniesandhaveincludedthe
chartsinFigures6-8intheappendix.Asonecanseefromtheregressionoutputs,
specificallythep-values,familiarityisareliablepredictoroftrust,butsocialmedia
presenceisnotinallthreescenarios.
Forthesecondmodel,Ijustusedsocialmediapresencetopredicttrust.Onceagain,
IranthreeseparateregressionsandhaveincludedthechartsinFigures9-11.Inthis
SocialMediaPresenceandConsumerTrust
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instance,socialmediapresenceisareliablepredictoroftrustinmediumcompanies,but
notforlargeorsmallcompanies.Thisdidnotshowintheregressionabovewithfamiliarity
becausefamiliarityhadmediatedtheeffect.Additionally,thecoefficientofmedium
companiesisalsonegative,whichmeansthatsocialmediapresenceactuallymoves
oppositeoftrustinthisinstance.ThisrelationshipcanbebestseenintheplotinFigure12.
Therecouldbeavarietyofexplanationsforthisresult,butonemaybebecausecompanies
whoranklowintrustmaybetryingtoincreasetheirsocialmediapresenceinordertogain
thistrustfromconsumers.Ontheotherhand,companieswhoalreadyhavethishighlevel
oftrustmaynotfeeltheneedtospendasmuchonsocialmediamarketingandincrease
theirpresencesincetheyarealreadyingoodstandingswiththeircustomers.Additionally,
lookingatthecoefficientforsmallcompanies,somethingmayseemoffsinceitissolarge.
However,thisisbecauseofaconsiderablylowsocialmediapresence.WhenIranthe
regressionswithoutfollowers,justpostsandlikes,thecoefficientwasstilllargeat6.2
comparedto.1and-.6forlargeandmediumcompanies.
Alsoasatermofreferenceforthedataprovided,thecorrelationsbetweenthethree
variablesare:
• SMI&FAM:.28
• SMI&TRUST:.25
• TRUST&FAM:.97
Thehighcorrelationbetweentrustandfamiliarityistobeexpectedbasedongeneral
theory,butthecorrelationbetweensocialmediapresenceandfamiliarityisinteresting.
Thecorrelationissomewhatlow,hintingthatotherareasofmarketingorexposuremaybe
greatercausesoffamiliarityforacompany.Totestthis,aregressionwasalsorunusing
SocialMediaPresenceandConsumerTrust
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socialmediapresencetopredictfamiliarity.Onceagainitwasonlyareliablepredictorin
mediumcompanies.Thus,possiblyprovidingfurtherevidencethatsizeofacompanymay
beanimportantfactorwhenitcomestosocialmediapresenceeffectingconsumertrust.
VII.Conclusion:
Ascanbeseenfromtheresults,whenfamiliarityisincludedinthemodel,social
mediapresenceisshowntonotbeareliablepredictorofconsumertrust.
However,whensocialmediapresencealoneisusedtopredicttrust,itisareliable
predictorformediumcompanies,butnotforlargeorsmallcompanies.Onepossible
explanationmaybethatsocialmediapresencehasagreatereffectforcertainsized
companies.Forexample,largecompaniesmayalreadybeestablishedwiththeconsumer
andsmallcompaniesmaynotbewell-knownenoughtogainconsumers’attentiononsocial
media.However,therearequiteafewotherfactorstoconsiderbesidescompanysizesuch
asthetypeofcontentpostedonsocialmedia(intermsofrelevance,quality,intrigue,etc.)
andtheinteractionofthecompanywithitsfollowers(numberofresponsestoTwitter
mentions,Facebookposts)whichcouldhavealsoeffectedthisoutcome.
Theresultsofthisresearchmayprovidefurtherinsighttocompaniesdeciding
whetherputtingtheirmarketingeffortsintosocialmediasitesisworthitwhenitcomesto
earningtrustfromconsumers.Inthisinstance,theresultsoftheresearchshowthatsocial
mediapresencewasnotareliablepredictorofconsumertrustinlargeandsmall
companies,butitwasinmediumsizedcompanies.Thus,werecommendproceedingwith
cautionandhavingthecompanyitselfvalidatewhethersocialmediaisaffectingitsown
consumertrust.
SocialMediaPresenceandConsumerTrust
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Thisresearchisjustthebeginningofunderstandingtherelationshipbetweensocial
mediapresenceandconsumertrust.Somelimitationsofthisresearchwerethatitfocused
ononly30CPGcompanies,therewasashorttimeframe(socialmediapresencemayhavea
delayedeffectontrust),andthatsocialmediapresencemayhaveotherpositiveeffectson
brandequitybesidestrust.Consideringthese,furtherresearchshould:focusonconsumers
usingsocialmediaregularly(especiallythosewhovisitcompanysocialmediasites),
considerhowconsumerdemographicscouldplayaroleinsteadofcompanysize,explore
non-CPGcompanies,andpossiblyinvestigatewhetherdifferenttypesofpostsmatter.
SocialMediaPresenceandConsumerTrust
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VIII.APPENDIX
Figure1
Survey:TrustinCPGBrands
Q0Thankyouforyourparticipationinthisresearch.Thisstudyisbeingconductedforacademicreasons.Itisnotbeingsponsoredbyanyfor-profitcompany,product,orbrand.Wearesimplytryingtounderstandhowconsumersfeelandinteractwithbrandstobetterunderstandconsumerbehavior.Yourparticipationisvoluntary.Youwillreceive$0.20
throughMTurkforparticipatinginthisresearch.Youcanstopatanytimewithoutpenaltyorlossofbenefits.Youmayskipanyquestionsyoudonotwishtoanswer.
Thisresearchprojectfocusesonlearningmoreabouttherelationshipbetweena
company'ssocialmediapresenceandconsumertrust,specificallythroughlookingat10consumerpackagedgoodsbrands.Youarebeingaskedtoparticipateinthisresearchstudybecauseweareinterestedinhearingyouropinionsaboutthesebrands.Therearenorightorwronganswers—wearejustinterestedinyouropinions.Thissurveyshouldonlytakeabout2-3minutes,andyourresponsesarecompletelyanonymous.Thereisnowaytolinkyourresponsestoyouridentity.Wewillnotbecollectinganyidentifyinginformationand
thissurveywillnotaskyouanyidentifyingquestions.
ForquestionsaboutthisprojectyoumaycontactJosephGoodmanat
Forquestionsaboutyourrightsasaparticipantinthisstudyortodiscussotherstudy-relatedconcernsorcomplaintswithsomeonewhoisnotpartoftheresearchteam,you
maycontactMs.SandraMeadowsintheOfficeofResponsibleResearchPracticesat1-800-678-6251.
*Note:byclickingthenextbuttonyouconsenttoparticipatinginthissurvey.
Click>>>tocontinuetothestudyandacceptingtheseterms.
Q39Inthisstudyweareinterestedinyouropinionsabout10differentbrands.Ifyouarenotfamiliarwiththebrand,that'sOK,justmakeyourbestguessbasedonwhatyouthink.
SocialMediaPresenceandConsumerTrust
19
Q1PleaseanswerthefollowingquestionsaboutP&G.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithP&G
(1)o o o o o o o
PromisesmadebyP&Garelikelytobereliable(2)
o o o o o o o IexpectthatP&Gputscustomers’interests
beforetheirown(3)
o o o o o o o
P&Gunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromP&G(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
20
Q2PleaseanswerthefollowingquestionsaboutCoca-Cola.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithCoca-Cola(1)
o o o o o o o PromisesmadebyCoca-Colaarelikelytobereliable
(2)
o o o o o o o
IexpectthatCoca-Colaputs
customers’interests
beforetheirown(3)
o o o o o o o
Coca-Colaunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromCoca-Cola
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
21
Q3PleaseanswerthefollowingquestionsaboutHanesBrands.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
HanesBrands(1)
o o o o o o o Promisesmadeby
HanesBrandsarelikelytobereliable
(2)
o o o o o o o
IexpectthatHanesBrands
putscustomers’interests
beforetheirown(3)
o o o o o o o
HanesBrandsunderstandsthemarketitworksin(4)
o o o o o o o Iamquitecertainwhattoexpectfrom
HanesBrands(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
22
Q4PleaseanswerthefollowingquestionsaboutSmuckers.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
Smuckers(1)
o o o o o o o PromisesmadebySmuckersarelikelytobereliable
(2)
o o o o o o o
IexpectthatSmuckersputs
customers’interests
beforetheirown(3)
o o o o o o o
Smuckersunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromSmuckers
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
23
Q5PleaseanswerthefollowingquestionsaboutTheHonestCompany.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithTheHones
Company(1)
o o o o o o o PromisesmadebyTheHonestCompanyarelikelytobereliable
(2)
o o o o o o o
IexpectthatTheHonestCompanyputs
customers’interests
beforetheirown(3)
o o o o o o o
TheHonestCompany
understandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromTheHonestCompany
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
24
Q6PleaseanswerthefollowingquestionsaboutChubbies.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
Chubbies(1)
o o o o o o o PromisesmadebyChubbiesarelikelytobereliable
(2)
o o o o o o o
IexpectthatChubbiesputs
customers’interests
beforetheirown(3)
o o o o o o o
Chubbiesunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromChubbies
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
25
Q7PleaseanswerthefollowingquestionsaboutUnilever.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
Unilever(1)o o o o o o o
Promisesmadeby
Unileverarelikelytobereliable(2)
o o o o o o o IexpectthatUnileverputs
customers’interests
beforetheirown(3)
o o o o o o o
Unileverunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromUnilever(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
26
Q8PleaseanswerthefollowingquestionsaboutPepsiCo.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
PepsiCo(1)o o o o o o o
Promisesmadeby
PepsiCoarelikelytobereliable(2)
o o o o o o o IexpectthatPepsiCoputs
customers’interests
beforetheirown(3)
o o o o o o o
PepsiCounderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromPepsiCo(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
27
Q9PleaseanswerthefollowingquestionsaboutNestle.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withNestle(1)
o o o o o o o PromisesmadebyNestlearelikelytobereliable(2)
o o o o o o o IexpectthatNestleputscustomers’interests
beforetheirown(3)
o o o o o o o
Nestleunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromNestle(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
28
Q10PleaseanswerthefollowingquestionsaboutMcCormickSpices.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
McCormickSpices(1)
o o o o o o o PromisesmadebyMcCormick&Companyarelikelytobereliable
(2)
o o o o o o o
IexpectthatMcCormick&Company
putscustomers'interests
beforetheirown(3)
o o o o o o o
McCormick&Companyunderstandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromMcCormick&Company
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
29
Q11PleaseanswerthefollowingquestionsaboutTheCloroxCompany.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithTheCloroxCompany
(1)
o o o o o o o PromisesmadebyTheCloroxCompanyarelikelytobereliable
(2)
o o o o o o o
IexpectthatTheCloroxCompanyputs
customers'interests
beforetheirown(3)
o o o o o o o
TheCloroxCompany
understandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromTheCloroxCompany
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
30
Q12PleaseanswerthefollowingquestionsaboutTheHersheyCompany.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithTheHersheyCompany
(1)
o o o o o o o PromisesmadebyThe
HersheyCompanyarelikelytobereliable
(2)
o o o o o o o
IexpectthatThe
HersheyCompanyputs
customers'interests
beforetheirown(3)
o o o o o o o
TheHersheyCompany
understandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromThe
HersheyCompany
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
31
Q13PleaseanswerthefollowingquestionsaboutTriaBeauty
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithTriaBeauty(1)
o o o o o o o Promisesmadeby
TriaBeautyarelikelytobereliable
(2)
o o o o o o o
IexpectthatTriaBeauty
putscustomers'interests
beforetheirown(3)
o o o o o o o
TriaBeautyunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromTriaBeauty
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
32
Q14PleaseanswerthefollowingquestionsaboutHelloProducts.
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithHelloProducts(1)
o o o o o o o PromisesmadebyHello
Productsarelikelytobereliable
(2)
o o o o o o o
IexpectthatHello
Productsputs
customers'interests
beforetheirown(3)
o o o o o o o
HelloProducts
understandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromHello
Products(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
33
Q15PleaseanswerthefollowingquestionsaboutHarry's
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withHarry's(1)
o o o o o o o PromisesmadebyHarry'sarelikelytobereliable(2)
o o o o o o o IexpectthatHarry'sputscustomers'interests
beforetheirown(3)
o o o o o o o
Harry'sunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromHarry's(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
34
Q16PleaseanswerthefollowingquestionsaboutNike
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithNike
(1)o o o o o o o
PromisesmadebyNikearelikelytobereliable(2)
o o o o o o o IexpectthatNikeputscustomers'interests
beforetheirown(3)
o o o o o o o
Nikeunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromNike(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
35
Q17Pleaseanswerthefollowingquestionsabout3M
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
with3M(1) o o o o o o o Promisesmadeby3Marelikelytobereliable
(2)o o o o o o o
Iexpectthat3Mputscustomers'interests
beforetheirown(3)
o o o o o o o
3Munderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfrom3M(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
36
Q18PleaseanswerthefollowingquestionsaboutMondelezInternational
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
MondelezInternational
(1)o o o o o o o
PromisesmadebyMondelez
Internationalarelikelytobereliable
(2)
o o o o o o o
IexpectthatMondelez
Internationalputs
customers'interests
beforetheirown(3)
o o o o o o o
MondelezInternationalunderstandsthemarketitworksin(4)
o o o o o o o Iamquitecertainwhattoexpectfrom
MondelezInternational
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
37
Q19PleaseanswerthefollowingquestionsaboutGeneralMills
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
GeneralMills(1)
o o o o o o o PromisesmadebyGeneralMillsarelikelytobereliable(2)
o o o o o o o
IexpectthatGeneralMillsputscustomers'interests
beforetheirown(3)
o o o o o o o
GeneralMills
understandsthemarketitworksin
(4)
o o o o o o o Iamquitecertainwhatto
expectfromGeneralMills(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
38
Q20PleaseanswerthefollowingquestionsaboutL'Oreal
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withL'Oreal(1)
o o o o o o o PromisesmadebyL'Orealarelikelytobereliable(2)
o o o o o o o IexpectthatL'Orealputscustomers'interests
beforetheirown(3)
o o o o o o o
L'Orealunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromL'Oreal(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
39
Q21PleaseanswerthefollowingquestionsaboutMattel
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withMattel(1)
o o o o o o o PromisesmadebyMattelarelikelytobereliable(2)
o o o o o o o IexpectthatMattelputscustomers'interests
beforetheirown(3)
o o o o o o o
Mattelunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromMattel(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
40
Q22PleaseanswerthefollowingquestionsaboutRalphLauren
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withRalphLauren(1)
o o o o o o o PromisesmadebyRalph
Laurenarelikelytobereliable(2)
o o o o o o o
IexpectthatRalph
Laurenputscustomers'interests
beforetheirown(3)
o o o o o o o
RalphLauren
understandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromRalph
Lauren(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
41
Q23PleaseanswerthefollowingquestionsaboutAvon
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
IamfamiliarwithAvon
(1)o o o o o o o
PromisesmadebyAvonarelikelytobereliable(2)
o o o o o o o IexpectthatAvonputscustomers'interests
beforetheirown(3)
o o o o o o o
Avonunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromAvon(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
42
Q24PleaseanswerthefollowingquestionsaboutElectronicArts
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
ElectronicArts(1)
o o o o o o o PromisesmadebyElectronicArtsarelikelytobereliable(2)
o o o o o o o
IexpectthatElectronicArtsputscustomers'interests
beforetheirown(3)
o o o o o o o
ElectronicArts
understandsthemarketitworksin
(4)
o o o o o o o Iamquitecertainwhatto
expectfromElectronicArts(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
43
Q25PleaseanswerthefollowingquestionsaboutSnapple
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
Snapple(1)o o o o o o o
Promisesmadeby
Snapplearelikelytobereliable(2)
o o o o o o o IexpectthatSnappleputs
customers'interests
beforetheirown(3)
o o o o o o o
Snappleunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromSnapple(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
44
Q26PleaseanswerthefollowingquestionsaboutMethodHome
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
MethodHome(1)
o o o o o o o PromisesmadebyMethodarelikelytobereliable(2)
o o o o o o o IexpectthatMethodputs
customers'interests
beforetheirown(3)
o o o o o o o
Methodunderstandsthemarketitworksin
(4)o o o o o o o
Iamquitecertainwhatto
expectfromMethod(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
45
Q27PleaseanswerthefollowingquestionsaboutWalkerandCompany
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withWalkerand
Company(1)
o o o o o o o Promisesmadeby
WalkerandCompanyarelikelytobereliable
(2)
o o o o o o o
IexpectthatWalkerandCompanyputs
customers'interests
beforetheirown(3)
o o o o o o o
WalkerandCompany
understandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromWalkerandCompany
(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
46
Q28PleaseanswerthefollowingquestionsaboutUnrealSnacks
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withUnrealSnacks(1)
o o o o o o o PromisesmadebyUnreal
Snacksarelikelytobereliable(2)
o o o o o o o
IexpectthatUnreal
Snacksputscustomers'interests
beforetheirown(3)
o o o o o o o
UnrealSnacks
understandsthemarketitworksin
(4)
o o o o o o o
Iamquitecertainwhatto
expectfromUnreal
Snacks(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
47
Q29PleaseanswerthefollowingquestionsaboutHamptonCreek
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliarwith
HamptonCreek(1)
o o o o o o o PromisesmadebyHamptonCreekarelikelytobereliable(2)
o o o o o o o
IexpectthatHamptonCreekputscustomers'interests
beforetheirown(3)
o o o o o o o
HamptonCreek
understandsthemarketitworksin
(4)
o o o o o o o Iamquitecertainwhatto
expectfromHamptonCreek(5)
o o o o o o o
SocialMediaPresenceandConsumerTrust
48
Q30PleaseanswerthefollowingquestionsaboutNavitasOrganics
Stronglydisagree1(1)
Disagree2(2)
Somewhatdisagree3(3)
Neitheragreenordisagree4(4)
Somewhatagree5(5)
Agree6(6)
Stronglyagree7(7)
Iamfamiliar
withNavitasOrganics(1)
o o o o o o o PromisesmadebyNavitas
Organicsarelikelytobereliable(2)
o o o o o o o
IexpectthatNavitasOrganicsputs
customers'interests
beforetheirown(3)
o o o o o o o
NavitasOrganics
understandsthemarketitworksin
(4)
o o o o o o o Iamquitecertainwhatto
expectfromNavitas
Organics(5)
o o o o o o o Q32Onaverage,howmanyHOURSperdaydoyouusesocialmedia?(makeyourbestguess)
________________________________________________________________
SocialMediaPresenceandConsumerTrust
49
Q33Onaverage,howmanytimesadaydoyouvisitthefollowingwebsites?Pleasewriteanumber.
TimesADay(1)
Facebook(1)
Twitter(2)
Instagram(3)
Youtube(4)
Q34Almostfinished!Whatisyourage?
________________________________________________________________
Q35Gender?
o Male(1)o Female(2)o Other(3)o Prefernottoanswer(4)
SocialMediaPresenceandConsumerTrust
50
Q36Anyfinalcommentsfortheresearcher?
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
________________________________________________________________
Figure2
Demographicsfromthesurvey: MAX MINAverageage 35.51 75 18#Females 266 #Males 235 #DailyvisitsonYoutube 4.13 100 0#DailyvisitsonInstagram 2.33 50 0#DailyvisitsonFacebook 5.64 120 0#DailyvisitsonTwitter 2.22 60 0Hours/dayspentonsocialmedia
2.60 44 0
Figure3
TRUSTRANKING(SMIRanking):
1.SMUCKERS(#27)
2.NIKE(#2)
3.HERSHEY(#8)
4.MCCORMICK(#23)
5.GENERALMILLS(#16)
6.COCACOLA(#1)
SocialMediaPresenceandConsumerTrust
51
7.HANES(#26)
8.CLOROX(#18)
9.SNAPPLE(#11)
10.NESTLE(#12)
11.MATTEL(#20)
12.3M(#5)
13.PEPSICO(#6)
14.L’OREAL(#13)
15.RALPHLAUREN(#4)
16.AVON(#9)
17.P&G(#15)
18.UNILEVER(#14)
19.ELECTRONICARTS(#3)
20.HONESTCOMPANY(#7)
21.METHODHOME(#21)
22.NAVITASORGANICS(#24)
23.TRIABEAUTY(#29)
24.HAMPTONCREEK(#19)
25.HARRYS(#17)
26.UNREALSNACKS(#22)
27.WALKER&CO(#30)
28.MONDELEZ(#25)
SocialMediaPresenceandConsumerTrust
52
29.HELLOPRODUCTS(#28)
30.CHUBBIES(#10)
LARGEMEDIUMSMALL
Figure4
INTEGRITY
1.Smuckers2.Hershey3.Hanes4.Nike5.Mccormick6.Cocacola7.Snapple8.Clorox9.3m10.GeneralMills11.Mattel12.Nestle13.RalphLauren14.Pepsico15.L'oreal16.Avon17.P&G18.Unilever19.ElectricArts20.HonestCompany21.Method22.HamptonCreek23.TriaBeauty24.WalkerandCompany25.NavitasOrganics26.Mondelez27.Harrys28.Hello29.UnrealSnacks30.Chubbies
BENEVOLENCE
1.Smuckers2.Nike3.Hershey4.Snapple5.Hanes6.Generalmills7.Cocacola8.Mccormick9.Mattel10.Clorox11.3m12.L'oreal13.P&G14.Nestle15.RalphLauren16.Unilever17.Avon18.ElectricArts19.Pepsico20.Method21.HonestCompany22.HamptonCreek23.NavitasOrganics24.TriaBeauty25.WalkerandCompany26.Harrys27.Hello28.UnrealSnacks29.Mondelez30.Chubbies
ABILITY
1.Nike2.GeneralMills3.Hershey4.Mccormick5.Pepsico6.Clorox7.L'oreal8.Nestle9.3m10.Mattel11.RalphLauren12.Smuckers13.Snapple14.Cocacola15.Hanes16.Avon17.Electricarts18.Unilever19.P&G20.Method21.HonestCompany22.Triabeauty23.Harrys24.Navitasorganics25.Unrealsnacks26.Mondelez27.WalkerandCompany28.Hello29.HamptonCreek30.Chubbies
PREDICTABILITY
1.P&G2.Cocacola3.Hanes4.Smuckers5.HonestCompany6.Chubbies7.Unilever8.Pepsico9.Nestle10.Mccormick11.Clorox12.Hershey13.Triabeauty14.Hello15.Harrys16.Nike17.3m18.Mondelez19.Generalmills20.L'oreal21.Mattel22.RalphLauren23.Avon24.ElectricArts25.Snapple26.Method27.WalkerandCompany28.unrealsnacks29.HamptonCreek30.Navitasorganics
SocialMediaPresenceandConsumerTrust
53
Figure5
SMIRANKING:
1.COCA-COLAà8.88E+13
2.NIKEà3.55E+13
3.ELECTRONICARTSà1.68E+13
4.RALPHLAURENà3.77+12
5.3Mà1.17E+12
6.PEPSIà9.06E+11
7.HONESTCOMPANYà4.98E+11
8.HERSHEYSà4.09E+11
9.AVONà2.94E+11
10.CHUBBIESà2.90E+11
11.SNAPPLEà2.53E+11
12.NESTLEà2.19E+11
13.LOREALà1.92E+11
14.UNILEVERà1.84E+11
15.P&Gà1.47E+11
16.GENERALMILLSà1.44E+11
17.HARRYSà8.37E+10
18.CLOROXà8.17E+10
19.HAMPTONCREEKà7.15E+10
20.MATTELà5.90E+10
21.METHODHOMEà3.21E+10
SocialMediaPresenceandConsumerTrust
54
22.UNREALSNACKSà1.98E+10
23.MCCORMICKSPICESà1.83E+10
24.NAVITASORGANICSà1.63E+10
25.MONDELEZà1.27E+10
26.HANESà1.19E+10
27.SMUCKERSà1.04E+10
28.HELLOPRODUCTSà4.33E+09
29.TRIABEAUTYà3.35E+09
30.WALKER&COMPANYà1.21E+09
LARGEMEDIUMSMALL
****ingeneral:largercompanieshaveahighersocialmediapresence&smallerhavealower
socialmediapresence(astobepredicted,newercompaniesmaynothavetheknowhow/
followingyet),BUTtherearequiteafewoutliers
Figure6
LARGECOMPANIES
Coefficients
StandardError
T-Stat P-value
Intercept 13.63 0.56 24.23 <.0001SMI 0.01 0.02 0.23 0.82FAM 1.22 0.10 11.60 <.0001
SocialMediaPresenceandConsumerTrust
55
Figure7
MEDIUMCOMPANIES
Coefficients
StandardError
T-Stat P-value
Intercept 6.89 3.60 1.92 0.09SMI -0.34 0.19 -1.77 0.12FAM 2.38 0.59 4.03 0.01
Figure8
SMALLCOMPANIES
Coefficients
StandardError
T-Stat P-value
Intercept 13.94 0.97 14.38 <.0001SMI 0.95 8.57 0.11 0.91FAM 0.99 0.45 2.22 0.04
Figure9
LARGECOMPANIES
Coefficients
StandardError
T-Stat P-value
Intercept 19.96 0.58 34.40 <.0001SMI 0.12 0.10 1.23 0.25
SocialMediaPresenceandConsumerTrust
56
Figure10
MEDIUMCOMPANIES
Coefficients
StandardError
T-Stat P-value
Intercept 21.38 0.27 79.46 <.0001SMI -0.84 0.25 -3.39 0.01
Figure11
SMALLCOMPANIES
Coefficients StandardError
T-Stat P-value
Intercept 16.01 0.32 50.20 <.0001SMI 11.85 8.56 1.38 0.20
Figure12
*SMIvaluesloggedtoappearonthesamescalingastrust
8
10
12
14
16
18
20
22
24
8 9 10 11 12 13 14 15
TRUS
T
SMI
Observations
LARGE
MEDIUM
SMALL
SocialMediaPresenceandConsumerTrust
57
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trust.TheAcademyofManagementReview,20(3),709-734.
McKnight,D.H.,Cummings,L.L.,&Chervany,N.L.(1998).Initialtrustformationinnew
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